2025双11褪去喧嚣:平台价格博弈下的行业转型

中国家电网
Nov 11

迈入第 17 个年头的 “双 11”,在 2025 年悄然启幕。没有了往年 GMV 竞速的喧嚣,天猫取消实时成交额公布,京东、抖音等平台虽早早启动大促,却将竞争焦点转向了更激烈的价格管控,这场曾经的消费盛宴正迎来深刻变革。电商渗透率回落至 26.8%,增量红利见顶催生存量博弈。平台间从争夺商家转向严格价格控制,多家电商要求品牌在其他平台售价不得低于自身,专人巡查直播间价格、低价罚款等措施让商家疲于...

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